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Do you know exactly what type of content works well on which social media platform in Japan? For successful social media management, it is important to understand where to use what type of content as user engagement heavily depends on delivering the right content. Another important factor is knowing which platform your audience uses and the type of content they expect from those channels. Here we will discuss how to come up with platform-specific content for the top social media networks in Japan, keeping UI and UX in mind for design.
Please refer to our comprehensive guide on social media in Japan for more info on each platform.
LINE is Japan’s most popular social media and messaging platform with 95 million MAU. Although it’s mainly used for communication (messaging and video chats), a large portion of users access the super app for news, cashless payments, shopping and more.
LINE users get updates from their friends by looking at their Timeline. Though some of these are text based, the most engaging content are images. It’s best to use images that convey the message without using text. Generally, users interact with brands on LINE similar to Facebook.
*Brands with an Official Account can send direct messages to their “friends”.
For more on how a mobile game company is experimenting with ad design and copy, refer to this DeNa Gaming LINE Ads case study.
Twitter is one of the top social media platforms in Japan, popular for allowing users to be anonymous and express opinions artfully within the limited 140 characters (yes, it’s still only 140 instead of the 280 we get in English).
Considered the go-to social media app to follow food, fashion and lifestyle brands, the platform is particularly popular in Japan with the most stories being posted daily in the world. You will also find many influencers on Instagram with users not batting an eye if their feed is full of sponsored content.
There are fewer Japanese Facebook users every year as they migrate to other popular platforms. It’s important to note that Facebook is considered a business networking site in Japan. Therefore, most users are inactive on the platform or are only online for business purposes. Therefore, we recommend B2B companies to have a Facebook Page in Japan.
The most challenging platform to create content for is likely LINE as it is only popular in Japan and a few other Asian countries. For most content, it is acceptable to localise existing content in English with only a few tweaks. For this, we recommend working with a Japanese social media expert who will understand how to transcreate copy and select the best-performing content for the Japanese market. This is necessary to ensure good ROI and conversions.
For hashtag selection on Twitter and Instagram, you can find some powerful tools online that will help you find the most trending keywords for your content. If you need help with the language, use of social listening tools or content creation suited for the Japanese market, do not hesitate to contact us for our support with social media marketing in Japan.
LINE is the no.1 messenger and social media app in Japan, with over 95 million Japanese users. There...